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Advertisement typicality : a longitudinal experiment : can sponsors transfer the image of a sporting event to their brand?
Mazodier, Marc; Corsi, Armando Maria; Quester, Pascale G. - In: Journal of advertising research 58 (2018) 3, pp. 268-281
Persistent link: https://www.econbiz.de/10011929119
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The hidden factors behind sponsorship and image transfer : considerations for bilateral image transfer among sponsors and events
Prendergast, Gerard P.; Paliwal, Aishwarya; Mazodier, Marc - In: Journal of advertising research 56 (2016) 2, pp. 132-135
Persistent link: https://www.econbiz.de/10011518004
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Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing
Farrelly, Francis; Quester, Pascale; Greyser, Stephen A. - In: Journal of advertising research 45 (2005) 3, pp. 339-348
Persistent link: https://www.econbiz.de/10006499574